Consistency is the key to converting more visitors
When businesses invest in pulling in more traffic to their website via SEO and PPC, you’d expect that traffic to convert. Yet, it’s surprising to see when after all that investment in time and money, visitors simply bounce off the page.
The reason for that – the website the visitors are on doesn’t match the reason why they decided to land on it in the first place.
The biggest problem facing websites today is they don’t align themselves to the visitors intent. In doing so, the number of frustrated visitors leaving increases. In this blog post I will highlight a few screwups done by websites that are “guilty” of this and what could be done to prevent this.
SCREWUP #1 – NON EXISTENT PAGES
To demonstrate my point regarding PPC landing pages, I tried looking around PPC ads and came across this which I clicked.
Once I click through, this is what I got
This a huge rookie mistake but there are bigger implications. First, they are wasting their PPC budget. Secondly, visitors who land on this page from that ad are going to form a negative first impression of this business and bounce off the site. No one likes timewasters.
What can be done to avoid this –
Audit your PPC ads and check your landing pages thoroughly. If there are any 404 errors triggered, then pause your ad first, fix it and then restart your campaign.
SCREWUP #2 Your Landing Page
Who doesn’t like cheap holidays? Well if it’s Very Very Cheap holidays, then I’m game. This PPC ad caught my attention and it looks like there was a sale on with up to 50% off! Great. This seems like a good time to book a holiday.
Once I click through, I am greeted with their generic home page which doesn’t give me any clue as to where I should look should I need to avail of the said deal they promised me in their PPC ad.
Am I supposed to dig deeper into other pages to look for the 50% off June 14 offer? Making it harder for visitors to find something on the site after building up their expectations is a sure fire way of losing them.
What can be done to fix this?
Lets be honest, If you’re trying to bait someone by offering huge discounts etc., make sure that your landing page clearly has that offer visible. The copy, images and all other elements must be aligned to why the visitor came there in the first place – to get a “Very Very Cheap Holiday”. Specific PPC landing pages designed to match the campaigns , in my experience, convert higher. Never, Never, NEVER send PPC traffic to generic landing pages or worse still the home page.
SCREW UP #3 MISLEADING CUSTOMERS
Most SaaS (Software as a service websites) have fairly similar landing pages where the main goal would be something like “Sign up for a free trial” or “get started”. Effectively, that has come to condition visitors into expecting something that they can use first hand over the next 14 or 30 days. Lead Forensics is one such website which claims to show you which businesses have been visiting your website.
After looking at their landing page, I decided to click on their CTA buttons. There are two of them – one that says “Try it now” and the other saying free trial. I don’t know about you when I see something that says Try It Now, I imagine that after clicking that button and maybe filling up a form, I will get to start using the software first hand.
Great! So far this is going as expected. Try it now – complete this form to try out the software. I proceed to fill up the form.
What on earth is this? Why am I getting this? Where’s the software access? Why does someone have to call me back for this.
Here’s the bottom line about a process like this. They may get high conversions from people clicking the “Try it now” button but they are probably annoying a lot of visitors who, like myself, were led to believe that I’d be trialling the software in a few clicks time.
What can be done to fix this?
For starters, changing the button copy to something like “Request Demo” or “Request Trial” will help visitors understand they will get a followup instead of instant access. Secondly, this business would get more qualified signups.
Unfortunately, I still didn’t get a hands on demo but did get lots of sales spiel.
KEY TAKEAWAY POINTS
- Setting expectations is the biggest weapon in improving conversions the right way.
- Match your landing pages to visitor intent (why they came there in the first place)
- Don’t try to mislead customers with incorrect wording in your copy. You may temporarily increase conversions but you will annoy a lot of people and the word spreads quickly and this can be harmful to your brand.